Brand position - PowerPoint PPT Presentation

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Brand position

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Title: Brand position


1
BRAND POSITIONING VALUES
  • Chapter 3
  • Lecturer Md Shahedur Rahman

2
Brand Positioning
  • Is at the heart of the marketing strategy
  • . . . the act of designing the companys offer
    and image so that it occupies a distinct and
    valued place in the target customers minds.
  • Philip Kotler

3
Determining a frame of reference
  • Marketers need to know
  • Who the target consumer is ?
  • Who the main competitors are ?
  • How the brand is similar to these competitors ?
  • How the brand is different from them ?

4
Target Market
  • A market is the set of all actual and potential
    buyers who have sufficient interest in, income
    for, and access to a product.
  • Market segmentation divides the market into
    distinct groups of homogeneous consumers who have
    similar needs and consumer behavior, and who thus
    require similar marketing mixes.
  • Market segmentation requires making tradeoffs
    between costs and benefits.

5
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6
Example of the toothpaste market
  • Four main segments
  • Sensory Seeking flavor and product appearance
  • Sociables Seeking brightness of teeth
  • Worriers Seeking decay prevention
  • Independent Seeking low price

7
Criteria for Segmentation
  • Identifiability Can we easily identify the
    segment?
  • Size Is there adequate sales potential in the
    segment?
  • Accessibility Are specialized distribution
    outlets and communication media available to
    reach the segment?
  • Responsiveness How favorably will the segment
    respond to a tailored marketing program?

8
Points-of-Parity
  • Points-of-parity associations (POPs), on the
    other hand, are not necessarily unique to the
    brand but may in fact be shared with other
    brands.
  • Category Points of Parity Attributes and
    Benefits that exist at the generic and expected
    level

9
Points-of-Difference
  • Points-of-difference (PODs) are attributes or
    benefits that consumers strongly associate with a
    brand, positively evaluate, and believe that they
    could not find to the same extent with a
    competitive brand.

10
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11
Brand Positioning Guidelines
  • Two key issues in arriving at the optimal
    competitive brand positioning are
  • Defining and communicating the competitive frame
    of reference
  • Determine category membership
  • Which products or sets of products does the brand
    compete?different category often result in
    different competitive frames of reference and
    thus different POPs and PODS?
  • Choosing and establishing points-of-parity and
    points-of-difference

12
Choosing POPs PODs
  • Desirability criteria (consumer perspective)
  • Personally relevant
  • Target customer must find the POD personally
    relevant and important
  • Distinctive and superior
  • Find a viable basis for differentiation
  • Believable and credible

13
Choosing POPs PODs
  • Deliverability criteria (firm perspective)
  • Feasible
  • Can firm actually create the POD?
  • Profitable
  • Pre-emptive, defensible, and difficult to attack

14
Attribute and Benefit Trade-offs
  • Price and quality
  • Convenience and quality
  • Taste and low calories
  • Efficacy and mildness
  • Power and safety
  • Ubiquity and prestige
  • Comprehensiveness (variety) and simplicity
  • Strength and refinement

15
Strategies to Reconcile Attribute and Benefit
Trade-offs
  • Establish separate marketing programs
  • Leverage secondary association (e.g., co-brand)
  • Re-define the relationship from negative to
    positive

16
Core Brand Values
  • Set of abstract concepts or phrases that
    characterize the five to ten most important
    dimensions of the mental map of a brand
  • Relate to points-of-parity and points-of-differenc
    e
  • Mental map ? Core brand values ? Brand mantra

17
Laddering the brand Magic
Magic has got spicy mint flavor(attribute) which
removes bad breathe (benefit) which keeps my
prestige (Values).
18
Examples of International brands
  • Colgate is Protection
  • Lux is Glamour
  • Fedex is Overnight
  • Axe is Opposite attraction
  • Volvo is Safety
  • Qatar Airlines is 5 star

19
Examples of Bangladeshi brands
  • Spring is Natural
  • Fruitika is Pure
  • Xpel is Stops Mosquito Irritation
  • Magic is Removes bad breathe

20
Brand Mantras
  • An communication of the heart and soul of the
    brand
  • Similar to brand essence or core brand
    promise
  • Short three- to five-word phrases that capture
    the convincing essence or spirit of the brand
    positioning and brand values
  • Considerations
  • Communicate
  • Simplify
  • Inspire

21
Designing the Brand Mantra
  • The term brand functions describes the nature of
    the product or service or the type of experiences
    or benefits the brand provides.
  • The descriptive modifier further clarifies its
    nature.
  • The emotional modifier provides another
    qualifierhow exactly does the brand provide
    benefits, and in what way?

22
Designing the Brand Mantra
Emotional Modifier Descriptive Modifier Brand Functions
Nike Authentic Athletic Performance
Disney Fun Family Entertainment
Fun Folks Food
23
Internal Branding
  • Members of the organization are properly aligned
    with the brand and what it represents.
  • Crucial for service companies

24
Brand Audit
  • Externally, consumer-focused assessement
  • A comprehensive examination of a brand involving
    activities to-
  • assess the health of the brand
  • uncover its sources of equity, and
  • suggest ways to improve and leverage that equity
  • It includes brand vision, mission, promise,
    values, position, personality, and performance

25
Importance of Brand Audits
  • Understand sources of brand equity
  • Firm perspective
  • Consumer perspective
  • Set strategic direction for the brand
  • Recommend marketing programs to maximize
    long-term brand equity

26
Brand Audit Steps
  • Brand inventory (supply side)
  • How all the products and services sold by a
    company are marketed and branded
  • Up to date pofile
  • Brand exploratory (demand side)
  • What consumers think or feel of a brand?

27
Brand Inventory
  • A current comprehensive profile of how all the
    products and services sold by a company are
    branded and marketed
  • Brand elements
  • Supporting marketing programs
  • Profile of competitive brands
  • POPs and PODs
  • Brand mantra

28
Brand Inventory (Cont.)
  • Suggests the bases for positioning the brand
  • Offers insights to how brand equity may be better
    managed
  • Assesses consistency in message among activities,
    brand extensions, and sub-brands in order to
    avoid redundancies, overlaps, and consumer
    confusion

29
Brand Exploratory
  • Provides detailed information as to how consumers
    perceive the brand
  • Awareness
  • Favorability
  • Uniqueness of associations
  • Helps identify sources of customer-based brand
    equity
  • Uncovers knowledge structures for the core brand
    as well as its competitors

30
Brand Audit Outline
  • Brand exploratory
  • Brand associations
  • Brand positioning analysis
  • Consumer perceptions analysis (vs. competition)
  • Summary of competitor analysis
  • SWOT analysis
  • Brand equity evaluation
  • Strategic brand management recommendations
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